Communicating During a Crisis

It’s always difficult to know what to say when people are having a tough time. Whether you’re trying to figure out how to sell your products and services to customers during a time of crisis or attempting to figure out how to shift back into a “normalized” marketplace, none of it is easy. We’ve all struggled.

When it comes to communicating during a crisis, success is all about sincerity and authenticity. When your messaging comes from the heart and best reflects your mission and values as a business, customers pick up on that. Best of all, it forms a basis for your customers to trust you in the future and helps develop emotional equity that enables that trust to continue even after the crisis.

When communicating with your customers, figure out what you can do for them, and make that offer. Make it an authentic offer. Don’t start discussions with customers by asking them to buy something from you or give you feedback about your products and services; focus on their needs and how they’re doing, and ask how you can assist them.

Some keys to successful communication during this time include:

If you’re delivering a sales message, bundle in general information about client support and assistance. Communicating general information can help lighten the ask. The more information you give customers about how a crisis, for example COVID-19, is affecting their access to you, the better — especially if you’re also requesting a sales transaction.

Ask customers how they’re doing. Start your emails by communicating to your customers their importance to you, and if applicable, softly frame how your services or product might help.

Don’t just rely on email — work with your employees to ensure they’re communicating effectively during phone calls as well. ALWAYS ask customers how they’re doing and how you can help if it is in your power to do so.

And as always, continue to provide the best possible service, especially during times of crisis. This is what we always try to make sure we do for our clients. If we can be of any assistance during COVID-19, let us know!